The Indianapolis journal. [volume] (Indianapolis [Ind.]) 1867-1904, 1887-01-03
THE ART OF ADVERTISING.
Business Understood by Few-When and
How 1t Is Profitable.

How 1t Is Profitable.
Philadelphia Times.
All business men mean to advertise to attain
the largest profits thereby but there is no branch
OF legitimate business that is little understood
as rule. 6y the many occasional advertisers in
public journals, as is advertising. Those who
advertise systematically employ the best prac-
teal talent. and thus gain the largest possible re-
turns for their expenditure. There are many
business houses in the leading cities
which pay the highest salaries on
their list to their advertising men,
not excepting even the general superin-
tendent Of their establishments. Advertising is
now understood by progressive business men as
an art, and only when employed as an art can it
be made profitable. The intelligent business
man exercises much care in the artistic and
attractive presentation of his business by public
advertising as the editor exercises in the litera-
ture and news of his columns. Both must be
equally fresh, reliable and captivating to be sue
cessful, and the best skill of both pen and pencil
Is now accepted as Indispensable in judicious
and profitable advertising
The men who advertise constantly. as a rule
thoroughly understand the art of advertising
and 1t is worthy of note that business failures
are extremely rare among legitimate business
men VINO advertise literally and in all seasons.
That class needs no advice on the important
subject of advertising; but the occasional
advertisers, who do not appreciate
systeatmic advertising the Gre
alive of business, waste more than half Of
all the money they expend to present their bust
to the public. The rule of occasional ad-
vertisers is to advertise just when they could do
business without advertising, if it be done
at all IN that way. The last week crowded the
columns of The Times until advertisements had
to be omitted every day, because the occasional
advertisers assume that they must advertise for
the holiday trade, when, in point of fact unless
they had some specially to offer,
they received little or no returns for
their expenditure. The progressive houses
which have built up immense trades by constant
their large advertisements during the last week
by simply giving notice that their places were
open and literally supplied. Most Of them could
not accommodate their customers; some of them
were compelled to close their doors for a time,
but they understand that advertising is AN in
tegra part of their successful business, and they
continued it, not much for the holiday trade,
as for the more sluggish trade to be sought for
after the ebb shall have succeeded the holiday
food tide.
The holiday business harvest is over, but
business and trade do not STOP They take
pause for time, but the pulsations of trade go
on. and it is only question of degree in contin-
uing legitimate trade for legitimate business
The time to advertise business sue
cessfully is when trade is not
crowding every temple devoted to it.
| Those who understand that judicious advertising
creates and stimulates trade, are those who most
| artfully and persistently advertise when other
| advertisers stop, and they are the people who
| command the highest measures of success.
| Business men who desire to study and
understand this important branch of their
| own business. should note the leading newspa-
| pers during the dull season that follows the holi-
day trade. One-half or more OF the holiday ad
vertisers drop out and are forgotten. while those
who appreciate the fact that advertising is most
| important when trade is most difficult to
| command are the people who continue, and
| they are the most successful Of all the business
| houses of the city. There is no exception t.
| this rule If the reader would seek to know Of
| the most progressive aud fortunate business
| men of Philadelphia. he can find the list in the
advertisers of the leading public journals in the
dullest seasons of trade.